The Drama of Copywriting: Plot
As I mentioned in an introductory post, I’ll discussing the six elements of drama, as originally defined by Artistotle, in terms of modern marketing writing. So, let’s kick things off with the nuts and bolts of storytelling, the plot. Plot may seem like the most utilitarian of the dramatic elements, but it delivers a lot more than “just the facts, ma’am” — it reveals the forward motion of the story, both in literature and in marketing.
The words “plot” and “story” are sometimes used interchangeably, but plot really refers to the sequence of events IN a story, since “story” also encompasses characterization, theme, and all that other stuff we’ll get to later. When someone asks what happened next, they’re asking about the plot. (I’m going to substitute the word “story” myself from time to time, since talking about “your company’s plot” sounds vaguely criminal, or at least paranoid.) Plotting a story is a similar process to plotting a line on a chart — just draw a line of action through the plot points, and you have an image of your story in action.
If someone at a mixer says, “Tell me about your company,” chances are you’ll launch into a few juicy facts about what field you’re in, what products or services you offer, and maybe some details about a current big sale or marketing push. Those facts certainly help to describe the actions your company is taking, or where the plot currently rests. But the story of your company extends much further.
Your company’s story includes not only its current status and offerings but every step taken along the way. The sequence of actions that brought you to the dance tells a story of growth, evolution, persistence, luck, determination, drive — all the factors that contributed to your current success. In dramatic writing, we refer to these given circumstance, or “backstory,” through exposition. Two characters might recall old times, or discuss the changes in their lives or world, in a way that paints a picture for the audience. Exposition can be awkward to handle convincingly in a story or play, but it’s usually pretty straightforward in copywriting, especially if there’s an “About Us” page or “Our Company’s History” blurb involved. Of course you don’t include everything; see my previous post about cutting to the chase and giving us just the inspiring parts. Once readers see how you got where you are, they have a deeper appreciation for your present position.
So much for where you’ve been and where you are now — what about where you’re going? Usually at the end of a story we’re given indications of what the characters are likely to continue doing after the curtain falls; even if they themselves don’t quite know, the author does. And so do you, when you’re writing your marketing content. Your presentation of the facts may end at the bottom of the page, but the story goes on. Capture your readers’ imaginations with a final call to action, and they’ll be ready to learn more.
And that’s when you’ll hear those magic words: “What happens next?”
